Spotify's annual global "Wrapped" campaign is thanking music artists, podcast creators and listeners for helping during a difficult year and is running across out-of-home, social, digital, connected TV and its platform. The push includes a collaboration with the National Independent Venue Association, with messaging supporting the #SaveOurStages initiative on the marquees of closed music venues across the US.
Idea Grove founder and CEO Scott Baradell looks at how pitch, tone, speaking rate and confidence play into perceived trust during verbal communication. "Studies show that how you say your words are often as important as the words you say," he writes.
Research by TheSoul Publishing indicates 69% of consumers spend 30 minutes to three hours daily watching videos lasting less than 10 minutes with a focus on feel-good content such as DIY projects, cooking, comedy and crafting. The trend toward these types of videos is driven by a need for consumers to escape and to improve their overall well-being, the company reports.
David&Goliath created Kia Motors America's biggest-ever New Year's campaign, which launches with a 2021 Sorento hauling the "2021" New Year's Eve numerals from the brand's Irvine, Calif. headquarters to Times Square with stops at dealerships along the journey that will be documented by National Geographic. A TV spot will debut during ABC'S "Dick Clark's New Year's Rockin' Eve with Ryan Seacrest 2021" and the brand's NYC presence will include vehicles, digital signage and a hosted party for frontline workers and their families.
Teleflora has launched a holiday campaign from its parent company's in-house creative unit The Wonderful Agency that features "The Impromptu Choir," a spot showing a neighborhood singing "Silent Night" to a grandmother separated from her family during Christmas. The push is running across digital and connected TV, mobile, Facebook, Instagram and YouTube.
Reddit has revealed its audience size for the first time, reporting 52 million daily active users in October, a 44% year-over-year increase, and officials say the social platform expects to boost ad revenue 70% this year. While Reddit's numbers are still overshadowed by competitors such as Facebook and Twitter, it's working to entice brands by launching ad sales in international markets, beefing up its sales force and touting brand safety, says Chief Operating Officer Jen Wong.
Mischief's new spot for Oura is set to a version of "If You're Happy and You Know It" that reworks the lyrics to show how the wearable tech brand helps people know when they're ready for exercise or when they need to give themselves a break. The spot shows a woman realizing she needs more sleep instead of a workout, a man working and then taking a break to relieve stress and a woman all set for a long cycle ride, and ends with the tagline, "Know why you feel how you feel."
The Distillery Project's Christmas spot for Meijer shows a family decorating their home for the holidays as the oldest daughter sits moodily on a sofa and says, "They might as well just cancel Christmas. They've canceled everything else." Ultimately, spirits are slightly lifted as she and her little sister tentatively start singing lines from "Santa Claus Is Coming to Town," and The Distillery Project's John Condon explains, "We wanted to be honest about what we're all going through, and how hard it often seems."
Marketing professionals charged with developing innovative ideas frequently and quickly can overcome blocks by taking a few steps, such as developing a creative brief, visiting websites or taking walks to spark the imagination, writes Sean Williams, Finn Partners Southeast's creative director. Taking these and other steps can "illuminate a path that guides our left brains to better, more breakthrough work," Williams writes.
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